Job Description: CRM Manager

Department: Customer Relationship Management (CRM) / Patient Experience

Reporting To: Operations Head / General Manager

Experience: 2-6 Years

Qualification: Graduate in any discipline (relevant healthcare or management qualification preferred)

Industry: Healthcare, Hospitals, Clinics, Diagnostic Centres, Dental, Ophthalmology, Fertility and Other Patient-Centric Organisations

1. Job Overview

We are seeking a proactive, experienced, and result-oriented CRM Manager to lead patient relationship management, enhance patient satisfaction, improve retention, and deliver an exceptional patient experience.

The candidate will be responsible for managing CRM operations, leading the patient relationship team, monitoring service quality, resolving escalated complaints, and implementing strategies to improve patient engagement, appointment conversions, and repeat visits.

The ideal candidate should have strong leadership, communication, analytical, and problem-solving skills, along with the ability to drive operational efficiency and build long-term patient relationships.

2. Key Responsibilities

A. Patient Relationship Management

Develop and implement strategies to improve patient satisfaction, engagement, and retention.
Manage the complete patient journey, from appointment booking and consultation coordination to post-treatment follow-ups.
Ensure timely communication and consistent service standards across all patient touchpoints.
Build strong patient relationships and improve overall patient experience.

B. Team Management and Leadership

Lead, supervise, and mentor CRM executives and patient relationship coordinators.
Allocate responsibilities, set targets, and monitor individual and team performance.
Conduct regular team meetings, performance reviews, and training sessions.
Establish clear KPIs and ensure accountability for service quality and productivity.

C. Appointment and Follow-Up Management

Oversee appointment scheduling, confirmations, rescheduling, reminders, and follow-up activities.
Implement processes to reduce missed appointments, patient drop-offs, and follow-up gaps.
Coordinate with doctors, clinical teams, front office, and operations to minimise delays.
Monitor appointment conversion and follow-up completion rates.

D. Patient Experience and Complaint Resolution

Handle escalated patient complaints and ensure timely and effective resolution.
Monitor patient feedback, satisfaction scores, online reviews, and service ratings.
Identify recurring issues and implement corrective and preventive actions.
Ensure proper documentation and closure of complaints within defined timelines.

E. Patient Retention and Engagement

Develop and execute patient retention, re-engagement, and loyalty initiatives.
Implement strategies to improve repeat visits and reduce patient attrition.
Monitor patient engagement trends and identify opportunities to strengthen long-term relationships.
Coordinate with marketing teams for patient communication and engagement campaigns, in line with applicable consent and privacy requirements.

F. CRM Systems and Database Management

Manage CRM software, patient databases, interaction records, and follow-up tracking.
Ensure accuracy and completeness of patient information and CRM documentation.
Maintain records of appointments, complaints, feedback, and patient interactions.
Ensure patient confidentiality and compliance with applicable data protection policies.

G. MIS Reporting and Performance Monitoring

Prepare daily, weekly, and monthly MIS reports on CRM performance.
Track patient satisfaction, retention, repeat visits, appointment conversions, complaint resolution, and team productivity.
Analyse performance trends, identify gaps, and recommend improvement measures.
Present actionable insights and performance updates to senior management.

H. Cross-Functional Coordination

Collaborate with clinical teams, operations, billing, marketing, and front office to improve service delivery.
Develop and standardise CRM workflows, SOPs, and escalation processes.
Support management initiatives related to patient experience, service quality, and operational efficiency.
Ensure smooth coordination between departments to deliver a seamless patient journey.

3. Required Skills and Competencies

Strong team leadership, people management, and decision-making skills.
Excellent verbal and written communication abilities.
Experience in CRM operations, customer experience, or patient relationship management.
Proficiency in CRM software, MS Excel, MIS reporting, and database management.
Strong complaint handling, conflict resolution, and problem-solving skills.
Ability to analyse data, monitor KPIs, and implement process improvements.
Excellent coordination, follow-up discipline, and stakeholder management.
Strong organisational skills and attention to detail.
Patient-centric approach with a focus on service excellence and relationship building.

4. Educational Qualification and Experience

Graduate in any discipline; healthcare administration, business management, or related qualifications will be preferred.
2-6 years of relevant experience in CRM, patient relations, customer service, or customer experience management.
Prior experience in hospitals, multispecialty clinics, diagnostic centres, dental clinics, ophthalmology, fertility, or similar healthcare organisations is preferred.
Experience managing a team and handling escalated customer or patient concerns will be an advantage.

5. Key Performance Indicators (KPIs)

Performance will be evaluated based on the following parameters:

Patient satisfaction and feedback scores.
Patient retention and repeat-visit rates.
Appointment confirmation and follow-up completion rates.
Appointment conversion and patient re-engagement rates.
Complaint resolution turnaround time and escalation rates.
Online review ratings and feedback closure rates.
CRM team productivity and target achievement.
Accuracy of patient records and timely MIS reporting.
Adherence to CRM SOPs and patient communication standards.

CRM Executive / Manager